Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Energy Drinks in Colombia

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Energy drinks continues to thrive

Busier lifestyles and long working or studying hours are common among the youngest generations who increasingly demand functional, convenient products to boost their energy levels, instead of drinking coffee, which they regard more as a socialising beverage, or carbonates which are more to quench thirst or accompany meals. The increasing offer of local brands which include natural stimulants like guarana and borojo is also having a positive effect on energy drinks.

Energy drinks still maturing

Fierce competition, with low-priced products taking share, is decreasing unit prices and improving distribution, bringing dynamism to energy drinks, which is still in the maturing process in Colombia.

Brands finding new consumption occasions

The rapid pace in the development of energy drinks in Colombia is leading players to explore and motivate new consumption occasions. In early 2017, Quala SA introduced Frux Vive 100, specifically designed for the morning.

COMPETITIVE LANDSCAPE

Quala SA continues to consolidate its dominance

In 2017, domestic company Quala SA continued to increase its off-trade volume and value shares of energy drinks. Its success is leveraged mainly on its low price strategy and the development of the Vive 100 offer with a wide variety of flavours, a reduced sugar line, Vive 100 Urban, and presentations in both PET bottles and metal beverage cans.

Red Bull and Monster adjust strategy

During 2017, imported brands Red Bull and Monster were able to achieve positive growth in volume sales, aided by their strategy of reducing prices and improving distribution. Both brands are mainly targeted towards young, upper-class consumers and associated with nightlife and sports like BMX, parkour and car races.

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